Bud Light Unveils New Ad Campaign to Spark a Turnaround
Bud Light aims to reverse its declining sales by launching a new marketing campaign to overcome adversity. The beer brand faced backlash and a significant drop in sales after featuring transgender influencer Dylan Mulvaney in a promotional campaign, leading to negative attention and threats against employees. Bud Light has released a 60-second ad featuring people enjoying the beer despite facing common summer inconveniences to regain customers. The campaign also includes partnerships with country singers for backyard concerts, ads featuring NFL players, and weekly giveaways to enhance the summer experience for consumers.
The new ad campaign builds upon Bud Light's "Easy to Drink, Easy to Enjoy" theme, which was introduced during the Super Bowl. However, after sending a customized can to Mulvaney, the brand faced controversy, drawing what critics have labeled a “transphobic backlash”. Following the incident, Bud Light's vice president of marketing, Alissa Heinerscheid, was placed on leave, and a new marketing lead was appointed. The company's response to the controversy was criticized, leading to the revocation of its top LGBTQ+ rating. With its latest campaign, Bud Light hopes to reconnect with consumers and reestablish its position in the market after facing a decline in sales and competitive challenges from rival brands.
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